Get ready for the in-game ad onslaught

Business Week has an interesting (and rebranded from GameDaily) article on the growth of in game advertising. Apparently the Yankee group is estimating that the market will reach $732 million by 2010, up from an estimated $56 million in 2005. While it is a bit chilling to think about Master Chief shilling for Pepsi or Coke during cut-scenes the ads do defray some of the higher developmenet costs and I'm guessing after a while people will get used to tuning them out like they do web and TV ads now.